29% Buy Through An App, 46% From Mobile Web Site

A high percentage of people are not only searching on their tablets and smartphones, but are also buying and taking action. Having a functioning mobile site and a working app is essential in creating a long term business as consumers are not only becoming tech-savvy but will easily stop their purchasing behaviour if the isn’t working.

Article below from MediaPost shows why you need to ensure your multi-channel strategy is working as you may miss out on customers.

When it comes to shopping, consumers are using mobile apps and mobile websites for different things.

While some savvy mobile users tap into the power of apps for all things related to shopping, others turn to reaching into websites from their mobile devices, in search of information or to buy things.

Some new findings from research powerhouse GfK MRI in a study sponsored by Blue Chip Marketing nicely highlight some of the different usage patterns.

The study looked at digitally savvy users, since they all had both a smartphone and a tablet.

The majority (56%) of consumers say a store app has influenced their product decision and many (47%) said it affected their brand decision.

But when they get to the store, a minority (42%) of consumers use the store app.

The research showed that U.S. consumers tend to use store apps for receiving coupons and checking out the stores’ regular sales items. Meanwhile, those using the store websites were looking for information and to make sure they’re getting the best price.

For actual purchases, significantly more (46%) use mobile sites than apps (29%) to make purchases. Here are the specifics in terms of what consumers use which for:

Retailer mobile apps:

53% — Get coupons

37% — See sales/circulars

33% — Redeem offers

29% — Make a purchase

Retailer mobile websites:

50% — Find store information

48% — Compare prices

46% — Make a purchase

Consumers also have a range of coupon apps on their tablets or smartphones. When asked what they have installed, here’s what GfK MRI found:

68% — Groupon

34% — Living Social

32% — Coupons.com

19% — SavingStar

18% — IBOTTA

14% — Grocery IQ

13% — SmartSource

12% — CouponNetwork

10% — Cellfire

Interestingly, after shopping, consumers don’t tend to use mobile store apps, with only a small number (6%) of grocery, drug and home improvement shoppers saying they use an app for an additional brand experience, such as posting a review.

Store apps are used primarily before the consumer goes to the store, no matter the category, with 77% checking before going to a grocery store, 62% to a drugstore and 70% to a home improvement store.

Store apps and mobile sites clearly are being used, but the where, when and which one paint a more interesting picture.